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Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Published by Universitas Brawijaya
ISSN : 2963329X     EISSN : 2963329X     DOI : -
Core Subject : Science,
Decision Sciences, Operations Research & Management
Publish all forms of quantitative and qualitative research articles and other scientific studies related to the field of Marketing Management and Consumer Behavior.
Arjuna Subject : Ilmu Pengambilan Keputusan (semua kategori) - Ilmu Manajemen dan Riset Operasi
Articles 359 Documents
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The Influence of Service Quality and Perceived Value on Customer Satisfaction Bachtiar, Azhar Ahmad; Isharina, Ikhtiara Kaideni
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.3.02

Abstract

The increase in internet demand during and after the pandemic has opened big opportunities for internet service providers and increased the competition among them in gaining and retaining their customers. the objective of this research is to identify the effects of  service quality and perceived value on the satisfaction on IB Net customers. This explanatory research elucidates the relationship between its variables through hypothesis testing. Using probability sampling method and saturated or census sampling technique, 63 active customers of IB Net were involved as the respondents. The data analysis incorporates multiple linear regression, t-test, and F-test; all of which were performed in SPSS version 26. The results of the hypothesis testing lead to conclusions that (1) Service quality has a positive and significant effect on customer satisfaction and that (2) perceived value has a positive and significant effect on customer satisfaction. Therefore, service quality and perceived value positively influence customer satisfaction, providing important implications for IB Net in improving its service and value for its customers.  
Influencer, Price Discount, and Product Quality: Their Impact on Impulse Buying Behavior of Millennial and Gen Z Consumers Pratono, Febrina Kinanti; Prabandari, Sri Palupi
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.4.01.16

Abstract

This research aims to determine the influence of Influencers, Price Discounts, and Product Quality on Impulse Buying among Generation Millennial and Generation Z TikTok Shop consumers in Malang City. The influence intended in this research is the influence that occurs either directly or indirectly between the independent variable and the dependent variable. This type of research is explanatory research using a quantitative approach. The sampling technique used was non-probability sampling with a purposive method for 150 respondents who came from the generation millennial and generation Z TikTok Shop consumer population in Malang City and had made transactions at least twice or more. The data analysis used was IBM SPSS 26.0. The results of this research explain that influencers can make a positive contribution to encouraging an increase in impulse buying, price discount is able to make a positive contribution to increasing impulse buying, and product quality builds a positive relationship contribution to increasing impulse buying.
Brand Experience and Brand Trust as Drivers of Customer Satisfaction in the Laundry Service Industry Rahman, Muhammad Azmi; Yulianti, Ida
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.2.04

Abstract

The objective of this research is to identify the direct and indirect effects of brand experience and brand trust on the satisfaction of My Klin’s customers. This explanatory study corroborates the causal relationships between its variables through hypothesis testing. Using purposive sampling technique, 75 customers with the minimum age of 17 years who have used the laundry service at least twice in the last six months were selected as the respondents. The research instruments were assessed through validity test, reliability test, and classical assumption test, while the data was analyzed using multiple linear regression and coefficient of determination test, and the hypothesis testing was performed by incorporating the t-test. All of the processes above were conducted in SPSS version 25. This study finds that brand experience partially has a significant effect on customer satisfaction and that brand trust significantly affects customer satisfaction.
The Effects of Brand Equity on The Intention to Purchase the Products of Beadzyful Fauzy, Aulia Shabrina; Susilowati, Christin
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.15

Abstract

The objective of this research is to explain the effects of brand equity on the intention to purchase the products of Beadzyful. Using non-probability sampling method and purposive sampling technique, 152 people were selected as the respondents. The data of this explanatory research was harvested from Likert-scaled questionnaires and was analyzed in IBM SPSS 26. The results indicate that (1) brand awareness influences the purchase intention, that (2) perceived quality affects the purchase intention, and that (3) brand association also influences the purchase intention.
The Effect of Digital Storytelling Marketing, Perceived Quality, And Social Influence on Purchase Decision for Hmns Brand Perfume Products Permatasari, Aisyah Devi; Aisjah, Siti
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.24

Abstract

The objective of this research is to identify the effects of digital storytelling marketing, perceived quality, and social influence on the decision of Generation Z in Malang City to purchase the perfume products of HMNS. This explanatory research corroborates the position of the studied variables and the relationship between the variables. Using non-probability sampling method and purposive sampling technique, 200 people of Generation Z with the minimum age of 18 years who have purchase HMNS’ products, who have seen the storytelling content of HMNS, and who live in Malang City were selected as the respondents. The data analyses were performed using multiple linear regression, while the instruments were assessed using validity, reliability, and classical assumption tests, and the hypotheses were examined using F-test and t-test. All of the statistical analyses were performed in SPSS. This study finds that digital storytelling marketing, perceived quality, and social influence significantly affect the purchase decision. The results of this research are expected to provide insights for next researchers and help the company to increase the decision to purchase the perfume products of HMNS.
Exploring the Appeal of Lils Beauty Studio: How Brand Exposure and Brand Experience Increase Brand Recall Saqi, Talila Rosiana Rachma; Yulianti , Ida
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.23

Abstract

In order to create a brand that is known to consumers and potential consumers, a brand needs to have a special strategy to raise the brand name to a wide audience. This research aims to analyze the influence of Brand Exposure and Brand Experience on Brand Recall. In this research, quantitative methods were used by collecting data through questionnaires distributed to respondents with a population of all consumers who had received treatment there. Samples were taken using non-probability sampling techniques with 110 respondents. The data obtained was analyzed using IBM SPSS 25.0. The results of research conducted using several series of tests showed that Brand Exposure had a positive and significant influence on Brand Recall. Meanwhile, Brand Experience also shows a positive and significant influence on Brand Recall. These results indicate that the more often consumers are exposed to a brand and the better their experience with that brand, the higher the level of Brand Recall they have. Increasing the frequency of Brand Exposure and creating a positive Brand Experience can be a key strategy for increasing consumer retention of a brand.
The Influence of Perceived Value, Brand Image and Celebrity Endorsement on Customer Loyalty of Local Futsal Shoes Aly, Baharuddin; Hapsari, Raditha Dwi Vata
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.13

Abstract

This research aims to determine the influence of Perceived Value, Brand Image and Celebrity Endorsement on Customer Loyalty of local brand futsal shoes. This type of research is explanatory research which is used to connect variables through testing hypotheses that have been formulated. This research used a sample of 100 respondents who were at least 18 years old, male or female, who were residents of Malang City and had purchased or used local brands of futsal shoes (Specs, Ortuseight, Mills). The sampling technique uses a non-probability sampling technique with a purposive sampling method. The data used is primary data obtained through a questionnaire using a Likert Scale. This research uses multiple linear regression analysis methods. The research results show that Perceived Value has a significant effect on Customer Loyalty, Brand Image has a significant effect on Customer Loyalty and Celebrity Endorsement has a significant effect on Customer Loyalty. This research suggests that companies provide quality development innovations, maintain the characteristics of existing brands and maintain and pay attention to celebrity endorsements that are being used to avoid customers switching to other brands.   Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh Perceived Value, Citra Merek dan Celebrity Endorsement terhadap Loyalitas Pelanggan sepatu futsal merek lokal. Jenis penelitian ini adalah explanatory research yang digunakan untuk menghubungkan antar variabel melalui uji hipotesis yang telah dirumuskan. Penelitian ini menggunakan sampel sebanyak 100 orang responden yang berusia minimal 18 tahun, berjenis kelamin laki-laki atau perempuan yang merupakan masyarakat Kota Malang dan pernah membeli atau menggunakan sepatu futsal dengan merek lokal (Specs, Ortuseight, Mills). Teknik pengambilan sampel menggunakan teknik non-probability sampling dengan metode purposive sampling. Data yang digunakan berupa data primer yang didapatkan melalui kuisoner dengan menggunakan Skala Likert. Penelitian ini menggunakan metode analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa Perceived Value berpengaruh signifikan terhadap Loyalitas Pelanggan, Citra Merek berpengaruh signifikan terhadap Loyalitas Pelanggan dan Celebrity Endorsement berpengaruh signifikan terhadap Loyalitas Pelanggan. Penelitian ini menyarankan agar perusahaan memberikan inovasi pengembangan kualitas, mempertahankan ciri khas merek yang telah ada dan mempertahankan dan memperhatikan celebrity endorsement yang sedang digunakan untuk menghindari pelanggan berpindah ke merek lainnya.
The Effects of Café Atmosphere, Social Media Marketing, And Electronic Word of Mouth on The Purchase Decision at Nakoa Café Muhsyi, Ufairoh Aqilah; Ananto Basuki
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.22

Abstract

The urgency of this research stems from the increasing need for cafés to understand the combined impact of atmosphere, social media marketing, and e-WOM on consumer purchasing decisions in a highly competitive industry. This research is motivated by the growing importance of understanding the factors that influence consumer purchasing decisions in the digital era, particularly in the culinary sector like cafés. As competition in the industry intensifies, the effective use of café atmosphere, social media marketing, and electronic word of mouth (e-WOM) has become crucial. The objective of this research is to identify the effects of café atmosphere, social media marketing, and e-WOM on the decision to purchase products at Nakoa Café. This study adopts a quantitative explanatory research approach. The population consists of student customers of Nakoa Café in Malang city. Using a non-probability sampling method and purposive sampling technique, 200 respondents were selected. Data analysis was conducted using multiple linear regression in IBM SPSS version 26. The results indicate that café atmosphere, social media marketing, and e-WOM have a positive and significant impact on purchase decisions at Nakoa Café. This research provides new insights into the strategic role of these factors in influencing consumer decisions within the café industry and can serve as a reference for future marketing strategies in the sector.
The Effects of Promotion, Trust, Perceived Usefulness, And Perceived Ease of Use on Intention to Use Hersindu, Aloysius Ardeyno Wilsananda; Puspaningrum, Astrid
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.12

Abstract

Intention to use is a person’s willingness to utilize a product. In the context of technology, there are various factors that influence users to adopt an innovation. The objective of this research is to identify and analyze the effects of promotion, trust, perceived usefulness, and perceived ease of use on people’s intention to use ShopeePay. This quantitative explanatory research assesses the causal relationship between its independent and dependent variables. Using non-probability sampling methos and purposive sampling technique, 200 people with the minimum age of 17 years who live in Malang City and who have not used ShopeePay were selected as the respondents. the data analysis was performed using multiple linear regression in IBM SPSS 27.0, supported by instrument test, classical assumption test, and hypothesis testing. This stud finds that promotion, trust, and perceived ease of use have positive and significant effects on the intention to use and that perceived usefulness does not influence the intention to use.
The Influence of Service Quality on Customer Loyalty Mediated by Customer Satisfaction Karo Karo, Gilberte; Yuniarinto, Agung
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.21

Abstract

Today's modern lifestyle requires a person to be able to manage their time as efficiently and effectively as possible in everyday life. These changes require life to become more practical and. Service quality is a series of services provided to consumers. From this service quality, customer satisfaction can be formed, and in the end, if customer satisfaction occurs repeatedly, customer loyalty is formed. The aim of this research is to determine the indirect effect of service quality on customer loyalty which is mediated by customer satisfaction at Inama Laundry. This research will take a minimum sample of 130 respondents and comply with the rule of thumb sample size criteria. Data were analyzed using SmartPls 4.0. The results of this research are that Customer Satisfaction has a positive and significant effect on Customer Loyalty, Service Quality has a positive and significant effect on Customer Loyalty through the mediation of customer satisfaction. The Customer Satisfaction variable in the relationship between Service Quality and Customer Loyalty in this study shows partial mediation.

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